 What can they do now- (300-400 words minimum) 

Though image and reputation of better.co suffered major blow in single day event, reviving it
back is very lengthy task. Along with the way process was carried out, the reasons given to
take unavoidable action was passing the blame to market despite of raising the $750 million
funding in recent times. The back slash from the public and employee was so hard that trust
from brand destroyed in everyone’s mind, current employee started feeling more unsecure
and less motivated to work, investors and user realised the contradiction in name and
functionality of so called ‘better’. It was unfortunate when company is planning to go public.
This resulted into infinite negative posts, blogs on social media platforms.

The apology letter from the CEO is initial step. In order to communicate the reasoning behind
the decision should be communicated not only by single person but by the team as whole.
This can be done by convincing the PR and marketing team to re-join the organisation in the
tough time. The setting up exclusive department to facilitate the fired employees, which will
help them to get reskilled as well as rehired. Transferring this process totally to third party
will kill the sense of belonging with organisation. Altering the firing process to giving the
notice period of 4 to 6 month will smoothen the transition for employee, at the same time it
will help to regain the confidence from public. By knowing the job fit of person and with tie
up for the direct lateral hiring with the other organisations where workforce is required. It can
be the game changer to regain the positive feeling.

In long run, to avoid such incident creating impact on the employee as well as public, new
culture should be built to communicate decisions and the transparency within organisation.
Employees will get to know the performance of the organisation in more transparent manner.
Establishing the standard operating process to carryout and it should be carryout by the
professionals assigned for the role, not by the CEO.